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Trojan General Contracting Brand Guideline Implementing the Trojan General Contracting brand in communications V.II - September 2015
Trojan General Contracting Brand Guideline - June 2015
Trojan General ContractingBrand Guideline
Implementing the Trojan General Contracting brand in communications
V.II - September 2015
Trojan General Contracting Brand Guideline - June 2015
Introduction
Trojan General Contracting Co. LLC, is one of the fastest growing construction firms in the United Arab Emirates and internationally. Since its launch in 2009 alongside its acquisition of a wide array of plant equipments and a select team of more than 6,000 highly-qualified personnel, we were able to seize and execute a diverse and far-reaching portfolio of major construction projects in almost all sectors of real estate and infrastructure development. Today, our current workload at hand stands to billions worth of contracts including foreign projects.
With substantial project contracts acquired during its early years, Trojan was able to accumulate a diverse construction experience covering projects such as residences, palaces, mass housing, military installations and sports facilities, all including its associated infrastructure and electro-mechanical works both locally and abroad.
Trojan General Contracting Brand Guideline - June 2015
Table of Contents
2. Basic identity elements
2.0 Logo Rationale2.1 Master Logo / Grid2.2 Orientation Options / Grid2.3 Brand Narrative2.4 Basic Identity Elements2.5 Brand Identity Orientation and Lockups2.6 Size2.7 Clear Space2.8 Logo Proportion / Placement2.9 Color Versions2.10 Logo on Colored Background2.11 Logo on Photographic Background2.12 Color Specifications2.13 Image Style / Composition2.14 Incorrect Usage2.15 Primary typeface – English2.16 Secondary typeface – English2.17 Primary typeface – Arabic2.18 Secondary typeface – Arabic2.19 Corporate Stationeries Letterhead / Business card Paper bag / Document envelope DL envelope / A5 envelope CD jacket / CD label Powerpoint template Screen saver / Wallpaper Email signature2.20 Vehicle Livery Pick-up truck Van Mini bus Truck
1. Brand Strategy
VisionMissionValues
Trojan General Contracting Brand Guideline - June 2015
Brand Strategy: Vision / Mission1Our VisionTrojan General Contracting Co. LLC is not just a construction company. We are a dedicated team striving to bring growth to our community, helping to maintain existing companies and assist our clients in making their dreams become a reality.
Our MissionWith our philosophy, values and mission firmly in place, we are targeting controlled growth and sustained profitability in the future. Our responsibility to our clients, employees, and shareholders remain the principle focus of our operations and is defined by our corporate values.
Trojan General Contracting Brand Guideline - June 2015
Brand Strategy: Values1.1Our people:We trust that our team members are our greatest asset and that’s why we invest in inspiring them every day.
Our quality:We deliver on our promises with a commitment to excellent quality, health, safety and the environment. We promise to deliver with a commitment to excellent quality, health, safety and the environment.
Our approach:We are passionate in advancing and exploring new fields as we pursue opportunities for innovation, self-improvement and development of our practices.
Our Partners:We highly value our winning network of partnerships that we forged with leading companies, JV partners, vendors and subcontractors.
Our Country:We are proud contributors to the UAE story as we pursue the Vision of our leaders through building impactful projects in our society.
Emotional Ownership:We are devoted to what we do and believe in undertaking every project with zeal. This is because we care for one another, our company and our projects.
Trojan General Contracting Brand Guideline - June 2015
Logo Rationale2.0Trojan General Contracting’s logo was modified from its original design to link it with the mother company. The pyramid shape is one of the most stable structures geometrically and the direction of the structure is always pointed upwards which also signifies growth.
Further to that a horizon has been added which signifies Trojan General Contracting’s commitment to expansion and providing all encompassing construction solutions.
Trojan GeneralContracting Logo
Previous Trojan GeneralContracting Logo
Horizon Visual Narrative
Trojan Holding Logo
Trojan General Contracting Brand Guideline - June 2015
Master Logo / Grid2.1
Master logo vertical orientation
Trojan General Contracting Brand Guideline - June 2015
Orientation Options / Grid2.2
Symbol
Tall orientation
Master logo horizontal orientation
If the logo needs to be displayed in a vertical manner like banners, flags, etc., always make sure that the logotype is written or pointed upwards. The symbol should always be in the upright position as well.
Trojan General Contracting Brand Guideline - June 2015
Brand Narrative
The Brand Narative is defined by 3 components;
Verbal
Visual
Operational / Experiential communication
The Verbal and Visual communication is emanating from the promise and personality indicated in the brand wheel.
The operational / experiential is the purpose indicated in theupper part of the brand wheel.
The identity of Trojan General Contracting is shaped by its mission - The basic elements of the brand have been selected to symbolise this role, creating a unique look for Trojan General Contracting and supporting its philosophy. They form the foundation of a distinct and memorable identity that embodies the key values and attributes of Trojan General Contracting. The brand also symbolises Trojan General Contracting’s professionalism, aspirations and focus.
2.3
Trojan General Contracting Brand Guideline - June 2015
Basic Identity Elements2.4Trojan General Contracting’s visual identity has three key elements:
1. Brand identity2. Pattern3. Typography
If we use the elements consistently and correctly, they will create a distinctive and recognizable profile for Trojan General Contracting.
Master Logo TypographyPattern
Symbol
Trajan Pro Gill Sans
Times AXt AdvertisingWordmark and endorsement line
WE BUILD
Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing a whole new dimension to the world of construction, Bringing
Trojan General Contracting Brand Guideline - June 2015
Brand IdentityOrientation and Lockups2.5
If the logo is used in its standard format then the tagline can be incorporated within the lock-up. However, if the logo is used in an un-orthodox format, the tagline should not be used in the lock up, but, used elsewhere in the design.
Bringing a whole newdimension to the world
of construction
Bringing a whole new dimension to the world of construction
Bringing a whole newdimension to the world
of construction
Bringing a whole new dimension to the world of construction
Trojan General Contracting Brand Guideline - June 2015
2.6 Size
The Trojan General Contracting logo should always be set at a legible size, the recommended minimum size in width is 20 mm or 2 cm.
Please note that there will be circumstances where the logo/icon may be reduced to smaller than the aforementioned sizes e.g. pens and co-branded materials for other companies. Please at all times try to ensure logo visabilty and integrity are maintained.
Trojan General Contracting Brand Guideline - June 2015
2.7 Clear Space
A clear space area equal to 1 x the height of the letter “T” of the logotype has been defined around the brand identity which should remain free from other elements (type and graphics). Use the minimum clear space area as a guide to protect the brand identity from distracting elements. It is a minimum and should be increased wherever possible.
X1
X1
X1
X1
Trojan General Contracting Brand Guideline - June 2015
2.8 Logo Proportion / Placement
The width of the logo should not be smaller than the equivalent of the total work space divided by 8. In cases where the area is in horizontal orientation or the height is less than the equivalent of the width of the area divided by 8, the proportion of the logo should be based on the height divided by 3. The size of the logo should not be smaller than 1 but not bigger than 2.
The Trojan General Contacting brand identity works best when it is anchored to the left of the layout, either top or bottom. The logo should be inset from the edge at least 2x times the height of the letter “T” of the logotype.
1 53 72 64 8
2x
2x
Trojan General Contracting Brand Guideline - June 2015
2.9 Color Versions
There are four color variations of the brand identity. The full color version is the primary brand identity and should be used wherever possible.
Version 1 – Full ColorSymbol – Trojan General Contacting blueWordmark and endorsement line – Trojan General Contacting gold and black
Version 2 – One TGC Blue
Version 2.1 – TGC Gold
Version 3 – One Color Negative
Primary Logo
V.2 One Color PositiveV.1 Full Color V.2.1 One Color Positive V.3 One Color Negative
Trojan General Contracting Brand Guideline - June 2015
2.10 Logo on Colored Background
The diagrams on the opposite shows which brand identity versions can be used on primary and secondary colored backgrounds.
Full Color
One Color Positive
One Color Negative
Trojan General Contracting Brand Guideline - June 2015
2.11When using the brand identity on an image, select the color version that is most legible and complements the image. The preferred brand identity color way is the full color version (1). It should be used wherever possible to reinforce our distinctive primary color palette.
Trojan General Contracting L.L.C.
Trojan General Contracting L.L.C. a is a subsidiary member of the Trojan Holding and is one of the fastest growing construction firms in the United Arab Emirates, Republic of Afghanistan, Seychelles, Iraq and Morocco.
Since its launch in 2009. We executed a diverse and far-reaching portfolio of major construction projects in all sectors of real estate and infrastructure. Today, the company encompasses an array of plants and state-of-the-art equipment as well as a multinational team of more than 2,000 highly qualified technical team.
Our clients recognize our commitment to the highest quality work delivered on schedule and within budget. In meeting these objectives we consistently place the emphasis on quality, health, safety and the environment. Stringent procedures at every step of every job are ensured as we continue our drive to improve performance and exceed client expectations.
We are a company that started from the top by choosing professionally skilled people with high qualifications in order to produce the best management and working team and carry out projects and jobs of the highest quality. We bought and used programs of high standards to reach our target during a short timeline but with quality work that would last a life time.
Our potential, ambition and determination have no boundaries.
OVERVIEW
Trojan General Contracting L.L.C.
V.1 Full color V.2 Full color negative V.3 One color positive V.4 One color negative
Logo on Photographic Background
Trojan General Contracting Brand Guideline - June 2015
2.12 Color Specifications
The Pantone and CMYK values provided can be used on both coated and uncoated paper when printing. Although variations in color will occur, try to match the colors as closely as possible.
Primary color palette Secondary color palette
C:92 M:54 Y:34 K:5R:10 G:100 B: 129
C:100 M:0 Y:0 K:0R:0 G:174 B: 239
C:24M:23 Y:65 K:0R:199 G:183 B:116
C:12 M:8 Y:47 K:0R:227 G:219 B:154
Pantone Reflex Blue C
100%
50%
90%
40%
70%
20%
80%
30%
60%
10%
Pantone 118 C
100%
50%
90%
40%
70%
20%
80%
30%
60%
10%
Pantone Process Black C
100%
50%
90%
40%
70%
20%
80%
30%
60%
10%
Trojan General Contracting Brand Guideline - June 2015
2.13 Image Style / Composition
Always consider the “Golden Triangle” ratio when framing or composing an image.
Please note: the photographic examples on this page arefor conceptual and design reference only. The image rightsbelong to the corresponding sources or authors.
Golden Triangle
Trojan General Contracting Brand Guideline - June 2015
2.14 Incorrect Usage
When reproducing the brand identity, always use the master artwork. Only use one of the four color versions shown on the guidelines for use on colored backgrounds and images.
Do not change the colors of the symbol and logotype.
Do not use the full color brandidentity on primary coloredbackgrounds.
Ensure the brand identity is legible when using on an image. Do not use transparency effects.
Do not rotate the symbol orlogotype.
Do not stretch logotype orendorsement line.
Ensure the brand identity is legible when using on an image.
Do not alter or redraw the symbol.
Trojan General Contracting Brand Guideline - June 2015
2.15 Primary Typeface - English
For long documentations, the font Trajan Pro is preferred but not mandatory to be used for short headlines (maximum 4 words) and Times Regular / Bold for headlines or titles and body copy.
Trajan Pro Regular
Times Bold
Times Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ
0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ
0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ
0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +
Trojan General Contracting Brand Guideline - June 2015
2.16 Secondary Typeface - English
For branded communications, the font Gill Sans Light / Regular is prefered but not mandatory to be used for Headlines and body copy.
Gill Sans Light
Gill Sans Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ
0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ
0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +
Trojan General Contracting Brand Guideline - June 2015
2.17 Primary Typeface - Arabic
For designed, branded communications that needs to be written in Arabic language, the font AXt Advertising Medium should be used for headlines / titles and AXt Advertising Light for body copies.
AXt Advertiting Medium
AXt Advertiting Light
ا ب ت ث ج ح خ د ذ ر ز �ض �ض �ض �ض
ط ظ ع غ ف ق ل م ن ه و ي
0123456789
ا ب ت ث ج ح خ د ذ ر ز �ض �ض �ض �ض
ط ظ ع غ ف ق ل م ن ه و ي
0123456789
Trojan General Contracting Brand Guideline - June 2015
2.18 Secondary Typeface - Arabic
The Arabic Typeface GE SS Light / UltraLight can be used as a secondary font for body copies.
GE SS Light
GE SS UltraLight
ا ب ت ث ج ح خ د ذ ر ز س ش ص ضط ظ ع غ ف ق ل م ن ه و ي
0123456789
ا ب ت ث ج ح خ د ذ ر ز س ش ص ضط ظ ع غ ف ق ل م ن ه و ي
0123456789
Trojan General Contracting Brand Guideline - June 2015
2.19 Corporate Stationeries
Regular business card
VIP business card
Letterhead / Continuation sheet
Trojan General Contracting Brand Guideline - June 2015
2.19 Corporate Stationeries
Paper bag Document envelope
Trojan General Contracting Brand Guideline - June 2015
2.19 Corporate Stationeries
DL envelope A5 envelope
Trojan General Contracting Brand Guideline - June 2015
2.19 Corporate Stationeries
CD jacket / CD label
Trojan General Contracting Brand Guideline - June 2015
2.19 Corporate Stationeries
Powerpoint template (Title page) Powerpoint template (Inside pages)
Trojan General Contracting Brand Guideline - June 2015
2.19 Corporate Stationeries
Screen saver (Static) Wallpaper
Trojan General Contracting Brand Guideline - June 2015
2.19 Corporate Stationeries
Email signature
Trojan General Contracting Brand Guideline - June 2015
2.20 Vehicle Livery
Pickup truck
Trojan General Contracting Brand Guideline - June 2015
Vehicle Livery
Van
2.20
Trojan General Contracting Brand Guideline - June 2015
Vehicle Livery
Mini bus
2.20
Trojan General Contracting Brand Guideline - June 2015
Vehicle Livery2.20
Truck
